Equus Red Cell sets up image management firm

Delhi-based WPP-group agency, Equus Red Cell, has diversified into a new area--strategic image management — under a new entity called Counselage. Barely a week old, Counselage already has clients like Coca-Cola India and the Delhi government in its kitty.

According to sources, the Jet Airways and the World Travel and Tourism Council (WTTC) accounts have also moved from Equus to this new formed entity since their profile fits better with that of Counselage.

Suhel Seth, managing partner of Counselage, said: “Counselage is a first of its kind strategic image management firm. It is not a PR firm. At the same time, we had to create a separate company since Equus would focus on creatives and not management.”

Counselage aims to become a bridge between corporates and the citizen. “We had some experience in the field and have worked on some projects earlier but the decision on Counselage was more of a client-driven need. They needed more than just a PR agency which today are treated merely as small mailboxes to contact journalists,” he said.

For its client, Coca-Cola India, in partnership with the Delhi government, Counselage will facilitate the kick off a garbage cleaning campaign this week.

The exercise will be rolled out to Mumbai and Chennai before the learning's here cascade to include the smaller towns as well.